[논문]Color Image Analysis of Cosmetic Web-Site for Color Marketing

Lee, Jeongman; An, Jongsuk

doi:10.12940/jfb.2012.16.6.127

Color Image Analysis of Cosmetic Web-Site for Color Marketing 원문보기

패션비즈니스 = Fashion business, v.16 no.6, 2012년, pp.127 - 143

Lee, Jeongman (DASAN LINC Educational Development Institute, Dankook University) , An, Jongsuk (Beauty Design, Venture Graduate School of Hoseo University)

Abstract ▼ AI-Helper

This study aims to derive the sensitive image analysing the color tones based on the web-sites of cosmetic brand and to know how the web-site color tones and the color tone image as visual factor for information transfer do influence the effective communication. 10 cosmetic brand web-sites are selected based on the pre survey, and the main page color tones of cosmetic brand web-site are analyzed by Color Catch and Munsell Conversion program, whereas the composition of color tones and color image such as the main trend colors, secondary colors, accent colors and etc are analyzed by a graphic professional program 'Adobe Photoshop'. 5 color tone groups are classified as Black&White, Green&White, Blue&White, Purple&White and Red&White according to the color distribution chart, and the emotional language is derived applying them to the pre research and IRI image scale. The color association is empirically analyzed by a survey method. The study results finally show Black&White is proper for expression of high quality and modern image, Green&White for pure and clean image, Blue&White for cool and transparent image, Purple&White for mysterious and elegant image respectively. This study results are necessary for plan of color delivering the strong transferring power of visual information the time when to make the effective web-sites, and it hopefully will be utilized as the basic data for the color marketing to actively express the brand identity and to satisfy the consumers' sensitivity.

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문제 정의

This study aims to investigate the influence of web-site color and color image as a visual factor of information transfer on the effective communication based on the high value cosmetic brand as a new growing industry.

제안 방법

IRI Image Scale is used for the image analysis of web page's color scheme. In order to investigate what image delivered the brand color, the color images are classified as 5 groups by color analysis of cosmetic web-site, and then the main survey is completed. The survey is carried out in form of personal interview for 20 days from 10th June 2010, and totally 325 questionnaires are collected on Seoul station and Cheonan bus terminal.
Regarding the color association of 5 color groups, the survey is empirically analyzed based on the adjectives of pre studies and the adjectives applied to IRI image scale and pre studies as [Fig. 13]. The results are as follows.
Based on these results, the cosmetic brands are classified as 5 groups for analysis of color tone image. The survey is empirically analyzed substituting the color tone image of pre studies and the emotional languages of IRI sensitive image scale.
This study derived the color trend of each cosmetic brand and emotional images analyzing the main page color of cosmetic web-site, and investigated the influence of the web-site color tone and color tone image as the information transferring visual factor on the effective communication.
This study excluded the color external factors on web-site and limited only colors, and the survey is finished also in limited areas. Therefore, the study results hardly will be generalized.

대상 데이터

The consumer preference is pre surveyed for brands available at department store of which cosmetic market share and consumer taste are high. 100 male and female are interviewed who purchased the cosmetics at Choongchung Galleria department store on 2nd April 2010. Each main page of the most aware 10 brand web-sites according to the survey is selected as basic data for analysis(Table 3).
In order to investigate what image delivered the brand color, the color images are classified as 5 groups by color analysis of cosmetic web-site, and then the main survey is completed. The survey is carried out in form of personal interview for 20 days from 10th June 2010, and totally 325 questionnaires are collected on Seoul station and Cheonan bus terminal.

성능/효과

According to the study results, all brands used the White affiliation as base, and each image is expressed arranging Black, Red, Green and Purple as dominant color or assort color in order to deliver the brand and product image. It is analyzed that the most web-sites are using the pale and grayish tone as color tone in order to express the female, soft, clean, elegant and polished image.
The color analysis results of 10 cosmetic web-sites show that all web-site main pages used White and White affiliation as dominant color, however the distribution of Black affiliation is large at CHANEL and Dior, and Green affiliation is largely distributed at CLINIQUE and LANCOME. IOPE and ESTEE LAUDER used Blue affiliation, O HUI and HERA used Purple affiliation, benefit and SK-Ⅱ sued Red affiliation as dominant color respectively. Based on these results, the cosmetic brands are classified as 5 groups for analysis of color tone image.

후속연구

The results of this study hopefully will be utilized for the basic data of color marketing to actively express the brand identity and fulfil the consumer sensitivity.
This study results are necessary for plan of color delivering the strong transferring power of visual information the time when we make the effective web-sites, and it hopefully will be utilized as the basic data for the color marketing to actively express the brand identity and to satisfy the consumers' sensitivity.

참고문헌 (18)

Liu, Yuan-Chen (2010), "A Study On Color Application of Brand BI and Web Site", Dept. of Design Graduate School of Design & IT Dongseo University, pp.18-19.
Park, Yeon Sun (2007), Color, Yerim. p.6.
TRULY DEEPLY (2010), "2009/2010 Trend Report - The visual Language of Brand", pp.140-141.
Park, Sook Hee, Jung, Hyang Jin (2010), Basic Color & Design, Taehakwon, p.112.
Kim, Ju-Hoon (2007), " A Study on the Brand Color Application Affecting Brand Image", Journal of Korean Society of Communication Design, 10, p.45.
Kim, Mee Shuk (2003), "A study on Color analysis for web design - focused on the on-line education site", Korean Journal of Communication Studies, 13, pp.78-79.
Kim, Kyung-Hwa, Na Ji-Young (2011), "Color Marketing Strategy of Milk Packaging", The Journal of the Korea Contents Association, 12(1), p.198.
Kim, Shin-Ae, Choi, Ho-Gyu, Kwon, Ki-Dae (2012), "A Relational Study among Color Marketing Strategy, Brand Charisma and Customer's Brand Satisfaction - Focused on Goodtrae Co-brand", Korean Journal of Food Marketing Economics, 29(1), p.39.
Faber Biren (1993), Psychology of Color, trans, Kim, Hwa Jung, Dongkuk publishing company, pp.318-321.
Moon, Ji-Young, Kim, Ji-Yeon, Cho, Ju-Yeon, Lee, Kyu-Hye (2011), "A Study of Color Characteristics of the Websites of Sportswear Brands", The Research Journal of the Costume Culture, 19(4), pp.796-798.
Kim, Hyun Jeong (2010), "Evaluation of Color Application of Homepage of Domestic and Foreign Online bookstores - Focused on the Quantitative Evaluation of Aesthetic Measure and Cross-national Comparative Analysis", Journal of Korea Design Knowledge, 10(4).
Brown, David C, Esteban Burbano, Minski (2002), "Evaluating Web Page Color and Layout Adaptation." IEEE Mutimedia, 9(1).
Bernd Schmitt, Alex Simonson (1997), "Marketing Aesthetics-The Strategy of Brands", The Free Press.
Moon, Parry Spencer, Domina Eberle (1944), "Aesthetic Measure Applied to Color Harmony", Journal of the Optical Society of America. 34(4)

상세보기
W. O. Bearden, T. A. Shimp (1982), "The Use of Extrinsic Cues to Facilitate Product Adaptation," Journal of Marketing Research, 18(1).
R. W. Belk (1975), "Situation Variables in Consumer Behavior," Journal of Consumer Research, 2(12).
Igarashi Haruyoshi, Hamada Setsuo (1998), "The Effect of i.c.v. Administration of Calcitionin on Mouse Small Intestinal Transit," The Japnese Journal of pharmacology.
R. J. Kent, C. T. Allen (1994), "Competitive Inference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity", Journal of Marketing, 58(1).

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Color Image Analysis of Cosmetic Web-Site for Color Marketing 원문보기

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Color Image Analysis of Cosmetic Web-Site for Color Marketing 원문보기

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